OSM Healthcare Marketing Budget Blog feature image

What Should Your Healthcare Marketing Budget be in 2021

March 11, 2021/0 Comments/in Direct Mail, Direct Mail Flyers, Direct Mail Marketing, Direct Mail Postcards, Lists & Data Services, Mail Services, Variable Data, Variable Data Printing /by Marty Morales

When most healthcare providers attend school, they don’t usually think about what it takes to run a practice; the last thing on their minds is a healthcare marketing budget – or any direct marketing plan. But planning to reach and acquire new patients is crucial if you want a thriving practice.

Why? Because no matter how exceptional your care, how much your patients love and trust you, some will leave your practice. Some patients will move out of the area, grow out of your specialty, or won’t be a fit for your practice.

If your patient acquisition plans don’t outpace the rate that patients leave, then your practice is at risk. To get the best results, use the best strategies to attract new patients.

Healthcare Direct Mail Marketing Delivers

Why direct mail? Because people spend more time with it, it stays in the minds of your prospects longer, and it has a good rate of return. This isn’t just lip service, the statistics prove it:

BMC Health Services Research demonstrates that healthcare direct mail marketing is an effective tool for patient acquisition and retention when it’s done properly. The overall message is to use organizations that are proficient in communicating to various patient streams.

42% of individuals look over their direct mail – which means that if you send out 1,000 postcards in a campaign, then 420 people looked at it. That’s an impressive rate.

73% of Americans say they prefer direct mail. When comparing direct mail to other methods of communication, including email, people prefer to receive mail.

Direct mail offers a 29% return on investment. So, if you spend $5,000 on your campaign, you can expect to make at least $6,450; a $10,000 campaign can expect a return of about $12,900. These numbers only show the results of a one-time purchase, the lifetime value of a new patient is much higher.

With impressive statistics like this, how much of your healthcare marketing budget should be allocated to direct mail?

Your Healthcare Marketing Budget

How much should you allocate to marketing? A good rule of thumb is between 5 to 10% of a practice’s revenue should go toward marketing [1], but if you’re building the practice or establishing a new practice, then as much as 12% should be allocated.

After you’ve determined the marketing budget, it’s time to decide what percentage should be spent on different marketing channels. To determine this, decide which channel will give you the best results.

Direct mail vs. email

You may naturally think of email and digital marketing as inexpensive, easy options, but they don’t deliver the results that healthcare direct mail does. Plus, an effective email campaign requires an “opt-in” from the receiver – so it’s not the best option to gain new patients.

Plus, recipients remember direct mail longer than an email – direct mail has an average lifespan of 17 days. That’s because an attractive offer or colorful postcard will make it to the refrigerator, bulletin, or whiteboard. But emails are often victims of group email purges and not be thought of at all.

If you’re concerned that only older adults like direct mail, the Small Business Association says that younger individuals don’t look at direct mail as “junk mail” and often prefer direct mail to receive service and product offers.

People spend more with direct mail

According to a 2018 article by Email Insider, not only do they confirm direct mail’s prolonged shelf life and that Millennials like it, but they also show that direct mail recipients spend 5 times more than email recipients.

Cost of Patient Acquisition vs. Patient ROI

As mentioned above, your initial investment in a healthcare direct mail campaign will get about a 29% ROI, according to SEO marketing guru Neil Patel. Using this formula, the more you’re willing to invest, the bigger your return.

To calculate your ROI, use this handy calculator. Simply estimate the size of your direct mail campaign and other elements, including the initial fees new patients will pay, the percentage of new patients that will stay with your practice, and more. The tool will help you determine your break-even point and likely revenue for the campaign.

New patients who return and create long-term relationships with you, your staff, and patients can return a lifetime of value. What is that worth to you? More than the cost of a healthcare direct mail campaign.

Direct Mail Works for Patient Communication

Although acquiring new patients is important, retaining your patients is essential. You can use your patient list to send direct mail and communicate:

Special holiday hours – It’s also important to communicate how to receive treatment when your office is closed.
Special protocols – The COVID-19 pandemic is creating concerns, which you can ease by sharing sanitation methods and mask-wearing requirements.
How to reschedule missed appointments
Telehealth offerings, virtual appointments, and other new services
Office and service updates to keep the community close

A postcard, flyer-letter, or newsletter are wonderful ways to keep your practice top-of-mind. They also provide the perfect way for your patients to refer you with a “pass-along” communique that can give prospects an idea of what it will be like to become your patient.

The effectiveness of direct mail demonstrates the importance of establishing a healthcare direct mail budget for your practice. Direct mail delivers the best results and should have a significant portion of your budget. Choosing an expert to partner with you to develop and deploy direct mail campaigns deserves significant consideration.

One Stop Mail has experts who can assist you with every element of direct mail, including creating lists, eye-catching healthcare designs, and the highest quality offset and variable data printing. Contact us or give us a call at 602-962-9243 if you want to raise your ROI on your next healthcare direct mail marketing campaign.

Crush Your Revenue Goals With a Direct Mail Campaign woman checkin her mailbox web

How to Crush Your Revenue Goals With a Direct Mail Campaign in 2021

February 23, 2021/0 Comments/in Direct Mail, Direct Mail Flyers, Direct Mail Marketing, Direct Mail Postcards, Graphic Design, Lists & Data Services, Variable Data /by Marty Morales

If you’re starting the year with big revenue goals to accomplish, that can be a huge, continuous task. Establishing a target and a plan to achieve it is essential if you want to reach for the stars – and we are here to help. Here is your blueprint to create a winning direct mail campaign in 2021.

Why a Mail Campaign?

It converts prospects into buyers.

Yes, email is a less expensive way to reach customers and prospects, but it doesn’t convert prospects into buyers. According to the Association of National Advertisers’ (ANA)/Data & Marketing Association’s (DMA) 2018 response rate report, an average of 4.9% of prospects who receive direct mail will order from that company. Only 1% of prospects responded to an email.

When buyers receive a mailer from a company they’ve purchased from before, 9% of them will make another purchase.

If you want more buyers, go with direct mail.

How Does Mail Get Sales?

Research shows that Americans prefer mail.

Marketing research heavy-weight Marketing Sherpa says 76% of people trust ads that they receive in the mail.

The organization points to the scarcity of print that makes it so valuable to recipients. Think about how many ads, catalogs, mailers that you receive daily and compare it to the number of emails that you receive. If you’re like most, you get 121 emails each day on average. How much harder is it to be noticed in the inbox versus the mailbox?

If you want your message to reach your recipient, use mail.

Create a Mail Campaign in 2021

If you don’t already know who your best customers are, research your target market to determine demographic markers, such as whether the decision-maker is male or female, what’s their age and education level. Your marketing message will vary depending on who your customers are and what you’d like to offer.

Are you trying to generate business with new customers? Are you looking to retain current customers? Are you trying to win back customers who haven’t used your services for a while? Answers these questions to understand your overall goals and what your mail campaign will help you accomplish.

Craft a Compelling Offer

When you want to reach specific revenue goals, make it attractive for customers to say yes by giving them an exciting offer that makes them want to say, “Yes!”

You don’t have to discount your products or services if you frame your offer to appeal to your best audience. Or get loyal customers to offer a genuine testimonial. To learn more about how to craft an offer to help turn prospects into customers, read on.

Build your List(s)

What makes or breaks your direct mail campaign in 2021 is your list. If you’ve been using a mail list that isn’t performing the way that you want, it’s time to upgrade.

Scrub the non-performing addresses from your list and rebuild it with addresses that will perform better, like recipients that fit the demographic profile of your best customers. To find them, you’ll need expert list builders, like One Stop Marketing’s professionals.

In addition to cleaning up your house list, they’ll be able to put together a customized prospect list or can provide you with all new movers in your neighborhood or will work with the post office to complete Every Door Direct Mail, or EDDM.

Put Together your Mail Schedule

If you’re like most business owners, you may have noticed a seasonality to your business. During certain times of the year, there’s a spike in business. If you scheduled mailers to reach your customers, could you increase those spikes in revenue?

Pre-plan for the year and create your compelling offer to get the best result.

Mailer, Flyer, or Postcard?

Decide which mailed collateral will help you stand out in mailboxes and get you the best result. If you’re unsure, work with an experienced print and mailing house to help you balance the attention-grabbing graphics and size of your mailer with your budget.

If you require graphic design expertise, One Stop Mail has that, too.

Personalize Your Offer with Variable Data Printing

Research shows that people who see a letter or postcard with their name on it have a better feeling about the sender and are more likely to buy. A survey shows that 59% of buyers say that personalization influenced their buying decision.

Fortunately, digital printing has brought the cost of variable data printing down in recent years, making it an affordable, as well as profitable, option.

Get the Right Partner for your Direct Mail Campaign

When it comes to developing a successful direct mail campaign in 2021 and beyond, a solid partner with experience is essential. One Stop Mail has more than 14 years in direct mail and guides you at every step of your campaign development.

If you have big revenue goals to hit, the professionals at One Stop Mail are waiting to help you get started. Contact us, or call 602.932.0276 and get started today.

Fitness postcards Work postcard example web

Hey Fitness Industry. Direct Mail Works!

January 27, 2021/0 Comments/in Digital Print Postcards, Direct Mail, Direct Mail Flyers, Direct Mail Marketing, Direct Mail Postcards, Variable Data Printing /by Marty Morales

Pack Your Gym with Next-Level Fitness Postcards Target Marketing

Everybody needs a good kick in the butt every now and then. Fitness postcards, combined with targeted marketing are the best way to drive memberships, especially after those New Year’s resolutions, summer-bod goals, and holiday parties. Gym postcards are an easy, efficient way to stay ahead of your competition and in front of potential new customers, right in your neighborhood.

There are Many Potential Targets

One of the great advantages of fitness industry marketing is there are always new prospects available. With fitness postcards, gyms and health clubs can saturate the neighborhood to offer great membership benefits.

When I want to hit the gym at 5:00 a.m. before work, I’m looking for a place that’s close to my house and easy to get to. Targeting the neighborhood of gyms’ locations, especially with fitness postcards that highlight specials, classes, personal training, and smiling, happy people with dream bodies your prospects hope to have is a great way to capture attention.

Lists to use in fitness industry marketing are easy, affordable, and accessible. Keep it simple with an EDDM, a saturation list to keep your costs down and increase your target area. These types of lists are like a good hot yoga class — they help you stretch your budget farther. You can even create a more targeted list that looks at age, household income, and much more if you offer specialty services or classes.

People Need Motivation, Catch Them at the Right Time

While there is never a bad time to recruit new members, there are definitely great times to invest in fitness industry marketing materials, especially fitness postcards. People are always more motivated before and after the holidays, at the start of a new year, and in the summer. While it’s always a good idea to stay in front of potential customers consistently, blasting your fitness postcards during these times can only help drive memberships.

Another pro tip: stand out from the crowd! Competition in the fitness industry is high. The best way to catch attention is with high-quality, unique fitness postcards that stand out in the mailbox.

Entice people with new membership offers, motivate them with pictures of fitness enthusiasts in their natural setting (ahem – a gym!), and have a clear view of all the great classes you offer. Utilize great offset or digital print options at One Stop Mail to customize your message, as well as our expert design services to help make sure you stay on top of your competition in the mailbox.

The Value of Repeat Gym Postcard Mailings

You don’t want prospects to only visit your gym once, so why would you only mail to them once?

In the direct mail advertising world, it’s important to market constantly and consistently. Salesforce notes it takes six to eight touchpoints to drive a buying decision.

I know when I try out a new gym and take advantage of a few free workouts, my first stop isn’t at the bench press, it’s to a representative to talk through my needs. That’s a touchpoint. Direct mail marketing is no different and the most cost-effective way to attract new members is fitness postcards mailed multiple times. We highly recommend at least three to four touchpoints through the mail over a nine-week period, minimum. Again, utilizing cost-efficient list and data services, high-quality printing, and quick turnaround times extends your budget.

Need to Fill a Class? Send Fitness Postcards Today

Driving membership traffic is always needed, but keep in mind your postcard must stand out with dynamic images, new membership offers, and relevant information about fun classes. Let the professionals at One Stop Mail help you design an eye-catching postcard that will fill up those classes. We can also help you highlight personal trainers, or new equipment, or the gym facilities that set you apart from the competition.

Start a Campaign with Fitness Postcards with One Stop Mail

Pump up your membership numbers today by speaking with one of our direct mail experts. Highlight your great classes and membership offers to get people off the couch and into your gym. There is no better way to attract more business than fitness postcards in a direct mail campaign to get your neighbors motivated and in front of your sales reps. Contact us or call 602-233-3003 and talk to one of our experts today!

direct mail advertising costs team celebration

What Goes into Direct Mail Advertising Costs

January 14, 2021/0 Comments/in Direct Mail, Direct Mail Marketing, Mail Services /by Marty Morales

Replenish customers who’ve left! A direct mail marketing campaign gets you a steady flow of new customers. Discover how to calculate and compare costs vs. results to get the best results.

Winter is coming: Get a jump on your holiday direct marketing tactics

October 6, 2020/0 Comments/in Direct Mail, Mail Services /by Marty Morales

When it comes to holiday marketing, it’s time to start planning for it. The Holiday season – starting with Black Friday and continuing through New Years – is prime retail season for everyone, and you should focus your budget on proven direct marketing tactics.

Direct marketing via postal mail can still have a vital role to play, especially for smaller shops looking to compete with the “big box” stores in town. Creative, interesting, and engaging holiday marketing materials will help ensure people remember you, no matter what Macy’s has on special.

Direct Marketing Tips for Writing Sensational Copy

November 9, 2015/0 Comments/in Direct Mail, Direct Mail Marketing /by adminmail

When it comes to direct marketing tips, writing plays a big part. In virtually any direct marketing materials, the written copy is the base upon which everything else rests. While it’s nice to have eye-catching graphics, charts, and photographs, the copy is what’s going to sell your product/service and truly determine whether your marketing materials are effective.

So today, let’s get back to the basics: How to write effective marketing materials. Some of this may sound too basic, but remember that many decades-old copywriting techniques are still relevant today.

Direct Marketing Tips: Four Ways To Create Great Copy Every Time

1. Write for your specific audience.

It’s no secret that different groups of people speak or write in different ways, and those differences have only widened in recent decades. Buyers (especially home consumers) are more influenced by materials that have direct relevance to their lifestyle, interests, hobbies, etc. Use this tool to design your buyer persona. This will help you narrow down the people you’re trying to reach and then work through the language that will connect best with that audience.

These days, most consumers can quickly spot generic marketing materials that didn’t utilize proven direct marketing tips and were written for the widest possible audience. Narrow targeting and a deliberate attempt to engage specific groups on a personal level will work better because it avoids the trap of seeming generic.

2. Have a problem, a solution, and a reason.

This is Marketing 101 stuff, but it bears repeating: Virtually all successful marketing is based on presenting a problem and demonstrating how your product is a solution to it. This means you need to do your research! The best marketing copy comes straight from your audience’s mouth. This is the copy that keeps people reading, nodding along, and hopefully converting.

Capture your audience’s attention
Illustrate a pain point
Present a valuable, solution-driven call to action.

Backing up your solution with solid evidence has become even more important in our digital era of online reviews and comparisons. 95% of shoppers read reviews before making a purchase. 97% of consumers use reviews to search for local services. Make sure your marketing writing matches up with the data and validates what your audience is already thinking.

3. Make a connection.

Purchases aren’t necessarily driven by logic. They hinge on emotion, whether it’s good or bad. Well-written copy won’t work if it doesn’t push readers to action. Describe the benefits of your product or service in a way that gets people excited! What stories can you tell about your product? What challenges did you have to overcome? And how can it benefit your intended user?

This blog post has eight psychological hooks you can use in your writing to invoke positive emotions in people. These are all great direct marketing tips to think about, even if you’re not writing an entire campaign or website.

Focus your copy on the reader. Use the word you more often than your brand and product names. When speaking directly to the reader, active and energetic verbs are more likely to lead to connection. Words and phrases like Imagine, Improve, Discover, Explore, Take Hold, Protect, Compete, Dominate are among the most compelling words you can put in your copy.

4. Have a killer headline.

A viewer won’t read your copy if you haven’t grabbed their attention, and that’s exactly what the headline is for.  A well-written headline creates the interest needed to get them excited for the rest of the copy. As a few basic guidelines:

Keep it short and to the point, preferably less than 70 characters.
Make it directly relevant to the materials – no bait and switch.
Include “loaded” emotional words that suggest a mindset to the reader.
Be a little controversial, when appropriate.
Use a subheading if your headline feels too long.  It keeps the eyes moving downward.

Sell It!

Every word in every piece of direct marketing you produce should be written with the intent to sell. The more attention you pay to your copy, the more likely it is to pay off!

Not sure how to find your target audience? We can offer mailing list services to get your campaign out to the right people.

Learn more by calling (602) 223-3003 or  send a request for more information. We’re on-call for any of your marketing needs!

Updated 10.12.2021

Posts

What Should Your Healthcare Marketing Budget be in 2021

Healthcare Direct Mail Marketing Delivers